The clip cuts to a Roku streaming player, which, of course, doesn’t work that well — this being a promo for Amazon — setting up the actor’s punchline: ‘This new Amazon Fire TV listens to me and does exactly what I say.”

Should those incumbent players worry? Not really, according to Forrester analyst Jim Nail, who says that, based on an examination of the device itself, Amazon Fire TV “is kind of a run-of-the-mill, undifferentiated offering compared to those other guys.”

“Technology stuff has nothing to do with it,” he told MarketWatch.

But Amazon Fire TV could have a potential advantage, he said: Amazon’s reach.

“What Amazon has that certainly Roku and even Google don’t have are the customer relationships and the credit-card numbers of those tens of millions of people who shop with them already.”

But outside of those customers, he said, “there’s nothing compelling to pick this box over those other boxes.”

Still, it may be wise for Amazon to join this burgeoning party. After all, the market is still small for Internet-dedicated TV-set-top boxes, making up only 8% of the U.S. TV market, according to Forrester data.

“That,” said nail, “means each device has low-single-digit penetration.”

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